In what could have been a brilliant marketing strategy, Build-A-Bear intended to offer it's bears to the public today with a price time equivalent to your age. Your kid is 3 years old? That bear is $3. That was the plan anyway... What was meant to be a great marketing ploy is turning into a PR nightmare - Long lines, spanning outside in the heat with children in tears because some stores have run out of bears. There is nothing worse than angry parents with screaming children. It seems that Build-a-Bear didn't think this promotion all the way through, playing out every possible snafu. It seems that officials are calling for the toy store to close their lines due safety concerns, according to the "urgent update" that the company issued on their Facebook page.